Trust Rising Shifts from Trust in Influence “Authorities” Business Crisis of Trust in Business of NGOs to Peers Plummets Leadership Crisis Most Trusted 2001 2005 2009 2013 2017 2021 Navigating a Earned Media Business More Trusted Business Must Partner Trust is Polarized World More Credible than Government With Government to Essential to Trust 2023 than Advertising and Media Regain Trust Innovation at Work Years 2003 2007 2011 2015 2019 of Trust 23 2004 2008 2012 2016 2020 U.S. Companies Young People Fall of Growing Trust: in Europe Suffer Have More Government Inequality Competence Trust Discount Trust in of Trust and Ethics Business 2002 2006 2010 2014 2018 2022 Fall of the A “Person Like Me” Performance and Business to The Battle The Cycle Celebrity CEO Emerges as Transparency Lead the Debate for Truth of Distrust Credible Essential to Trust for Change Spokesperson
2023 Edelman Trust Barometer Page 2 Page 4